| Summary: | 碩士 === 逢甲大學 === 國際經營管理碩士學位學程 === 106 === Along with the vast growing of Internet and digital media in business, e-commerce has become one of the most impeccable strategies to improve purchasing capabilities and experiences for the customer. Therefore, this study aims to observe the impact of website quality and customization towards customer satisfaction and customer loyalty in online website shop in Vietnam. The variables of website quality are measured including the dimension of usability, information and service interaction. The data are collected through questionnaire from 336 respondents, and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) to determine the significance level and correlation of each variable. The result of this study revealed that usability, and information quality are significantly influence customer satisfaction, while customer satisfaction also positively mediating the influence towards customer loyalty. Conversely service interaction dimension did not significantly influence customer satisfaction. Besides, customization holds important position as it has direct influence on both of customer satisfaction and loyalty. Further study is needed to examine the differences in specific respondent characteristic, and comprise the concept of trust for a better observation, particularly to explain its relation with service interaction dimension.
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